Can new chief executive Linda Yaccarino fix Twitter?
Ad sales executive Linda Yaccarino commands widespread respect in the industry. Will that be enough at Twitter?
"She's someone who really likes to be superwoman," he says, describing her as fierce, shrewd and ambitious. She would jump at the chance, he says, "to step in... and say, 'I can fix this'".Even before billionaire Elon Musk took over Twitter last year, the social network had problems. Even Mr Musk has seemed daunted by the challenges, going through with his $44bn purchase last year only under threat of a lawsuit. He has joked that only someone "foolish" would want the chief executive title from him.Enter Ms Yaccarino, a 60-year-old New York native with a degree in telecommunications from Penn State.
The mother-of-two, who met her husband Claude Madrazo on a blind date and became a grandmother last year, was known to want some kind of promotion after a decade at NBCU where she was chairman of global advertising and partnerships. Indeed, industry giant GroupM, who represents brands such as Coca-Cola and Nestle, has already said it sees the platform as less risky.Though big ad buyers are eager to have choices beyond the tech giants, the platform remains too small to be a must-buy, says long-time media analyst Brian Wieser, now principal at consultancy Madison and Wall.
Friends and former colleagues say they expect Ms Yaccarino to use her background in television to improve the platform's ad business and expand the use of video across the site.
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